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Leading the field on this front is Dior, who recently went to the length of producing a five-part mini-series starring Oscar winning actress - and Dior face - Marion Cottilard as 'L.Ady Dior' a jaded, but glamorous Hollywood actress.

And their latest offering, by Swedish director Jonas Akerlund, has had us all cooing here at Telegraph Fashion today too: an easy, breezy tribute to Brigitte Bardot classic 'And God Created Woman', (re-styled as 'And Dior Created Woman'), starring Dutch model Daphne Groeneveld.

Groeneveld makes for an impressive Bardot double as she skips around on the St Tropez beach, poses with a kitten on her head and cha chas with a posse of admiring boys in a flippy, red leather mini-skirt.

The film climaxes with the group spilling onto the street for a multicoloured twirling umbrella dance, while Groenveld plants a kiss on a supersized bottle of Dior Addict.